Cincinnati Police Chief James Craig stars in University of Phoenix commercial

Jan. 22, 2012

Cincinnati Police Chief James Craig / The Enquirer/ Joseph Fuqua II

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“My name is James Craig, I’m committed to making a difference, and I am a phoenix.”

Yes, that’s Cincinnati’s police chief, James Craig, featured in the University of Phoenix commercial that began running on television last week. The 30-second segment has been airing nation-wide on a number of channels, even during the South Carolina presidential primary coverage Saturday.

Craig didn’t get paid for the commercial shot in November in Hollywood, Calif., he said, but applied to be featured in the university’s 2012 national advertising campaign “for Cincinnati.”

Craig earned his master’s degree in management there in 2010 and is a doctoral student in the school’s management program. The University of Phoenix has roughly 200 branch campuses throughout the country and a lot of coursework online.

In the final cut of the commercial – shot in the same studio where “I Love Lucy” was filmed – Craig, dressed in his Cincinnati uniform, says:

“Homicide of young people in America has an impact on all of us. How can we save these young people’s lives? As a police chief I have an opportunity to affect what happens in a major city. I learned early on if you want to make a difference you have to have the right education. University of Phoenix opened the door. My name is James Craig, I’m committed to making a difference, and I am a phoenix.”

“All my years in L.A. and I come to Cincinnati and they ask me to do a commercial,” Craig joked, referring to his 28 years spent with the Los Angeles Police Department.

Craig said 80 people showed interest in being in the ad campaign, about 20 of those got invited to be filmed and only a few will air this year.

Craig’s commercial launched the campaign, he said.

“I’ll tell you, it was a real Hollywood commercial,” Craig said of the experience. “I’ve been on television before, but nothing like this.”

Many people from around the country have contacted him about the commercial, many through his Facebook page, said Craig, who makes a point to respond to just about every posting written to him there.